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How Google Adwords campaigns work


Learn how to use Google Adwords campaigns to promote your products or services effectively.

Google is the most widely used browser in the world, receiving an estimated 3.8 million searches every minute.

The worldwide popularity of this browser makes it the perfect place to promote your business and services. That is why Google Adwords is one of the best options we have for digital advertising.

Adwords is Google’s advertising platform that allows you to create different types of digital campaigns. Among the most popular are search, display (with images and banners) and video campaigns.

This time I am going to tell you about search ads; these types of ads are made up of text.

Search campaign

When you do a search in Google, surely you have noticed that the first options that appear say “Ad”. These are precisely the Adwords ads.

Ads are activated by keywords. For example, if your business is a pastry shop, your keywords could include cakes, desserts, cookies, etc.

Every time a person searches for one of your keywords, your ad will appear. You will be charged each time a person clicks on the ad.

“Advertisers create word lists that indicate an intention to purchase their product or service, and when the user types the term and clicks on the ad, the advertiser pays.”


Adwords works with an auction system, so keywords vary in price according to their level of demand. For example, in 2017 some of the most expensive words were business services, bails, casino, attorney, and asset management.

Ad Structure

Adwords uses an established structure that we must know to be able to write our ads effectively.


This is a very important element since it is the first thing that people see. The title is divided into 2 parts and each part can contain a maximum of 30 characters.


In this part the you place your website’s address, or the page that people will reach once they click on your ad.


In this section you can highlight the main characteristics of your products or services. You can use a maximum of 80 characters. It is important that you include calls to action in your description, phrases such as “buy now”, “get your quote”, etc.

Advantages of campaigning in Google Adwords

1. Control over your budget

Unlike other advertising media, Adwords allows you to decide exactly how much money you want to spend per day. Another advantage is, as I mentioned before, that you only pay when a person clicks on your ad.

This is especially a great advantage for small business that do not have a big budget but want to try out digital advertising.

2. Segment according to your needs

Whether you want to promote your business globally, nationally or locally, Adwords allows you to choose the exact places where you want your ads to appear.

You can also configure your campaign in the language you prefer.

3. Monitor and measure results

Adwords gives you all the tools you need to monitor your campaign and obtain all the relevant data, such as how many people click on your ads, where these people come from, etc.

Furthermore, these metrics will help you improve and optimize future campaigns.

4. Get qualified traffic

By doing search campaigns you make sure that the people who see your ads are people who are really interested in your products or services, since they are doing the searches themselves. This means that you have a better chance of making a conversion.


Being positioned as the number one browser in the world, there is no doubt that Google is an ideal place to promote your business.

Google Adwords campaigns offer us many possibilities that traditional media cannot give us and therefore I think they are worth using, especially if you are a small or medium-sized business.

Have you used Google Adwords before? Tell us about your experience!